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Food choice, health information and functional ingredients: An experimental auction employing bread

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  • Hellyer, Nicole Elizabeth
  • Fraser, Iain
  • Haddock-Fraser, Janet

Abstract

In this paper we present the results of an experimental auction conducted to examine the influence of health and nutritional information on food choice and in particular estimate consumer willingness to pay (WTP) for bread that contains functional ingredients. Employing a sandwich we find that consumers are WTP more for a whole grain and whole grain granary bread sandwich than other bread types including white bread that contains a functional ingredient. We also find that consumers react positively to the provision of nutritional and health benefit information but that this effect occurs regardless of whether we supply specific or non-specific health benefit information. We discuss information provision and health policy implications that emerge from our analysis for bread products in the sandwich market.

Suggested Citation

  • Hellyer, Nicole Elizabeth & Fraser, Iain & Haddock-Fraser, Janet, 2012. "Food choice, health information and functional ingredients: An experimental auction employing bread," Food Policy, Elsevier, vol. 37(3), pages 232-245.
    • Handle: RePEc:eee:jfpoli:v:37:y:2012:i:3:p:232-245
    DOI: 10.1016/j.foodpol.2012.02.005
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    4. Ran, Tao & Yue, Chengyan & Rihn, Alicia, 2015. "Are Grocery Shoppers of Households with Weight-Concerned Members Willing to Pay More for Nutritional Information on Food?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-18, November.
    5. Dominic Lemken & Mandy Knigge & Stephan Meyerding & Achim Spiller, 2017. "The Value of Environmental and Health Claims on New Legume Products: A Non-Hypothetical Online Auction," Sustainability, MDPI, vol. 9(8), pages 1-18, July.
    6. Dolgopolova, Irina & Teuber, Ramona, 2016. "Consumers’ Willingness-to-pay for Health-enhancing Attributes in Food Products: A Meta-analysis," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235390, Agricultural and Applied Economics Association.
    7. Baba, Yasmina & Kallas, Zein & Gil, Jose M. & Realini, Carolina, 2015. "Impact of hedonic evaluation on consumers’ preferences for beef enriched with Omega 3: A Generalized Multinomial Logit Model approach," 2015 Conference, August 9-14, 2015, Milan, Italy 211191, International Association of Agricultural Economists.
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    13. Galli, Francesca & Venturi, Francesca & Bartolini, Fabio & Gava, Oriana & Zinnai, Angela & Chiara, Sanmartin & Andrich, Gianpaolo & Brunori, Gianluca, 2017. "Shaping food systems towards improved nutrition: a case study on Tuscan Bread Protected Designation of Origin," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(4), April.
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    17. Karnik, Harshada & Peterson, Hikaru Hanawa, 2018. "Impacts of Point-of-Sales Nutritional Labels and Nutrition Education on Healthful Food Purchase at Rural Grocery Stores: A Case Study," 2018 Annual Meeting, August 5-7, Washington, D.C. 273898, Agricultural and Applied Economics Association.
    18. Staudigel, Matthias & Anders, Sven, 2016. "Does taste trump health? Effects of nutritional characteristics on brand-level demand for chips in the U.S," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235755, Agricultural and Applied Economics Association.
    19. Luca Panzone & Guy Garrod & Felice Adinolfi & Jorgelina Di Pasquale, 2022. "Molecular marketing, personalised information and willingness‐to‐pay for functional foods: Vitamin D enriched eggs," Journal of Agricultural Economics, Wiley Blackwell, vol. 73(3), pages 666-689, September.
    20. Francesca Galli & Fabio Bartolini & Gianluca Brunori & Luca Colombo & Oriana Gava & Stefano Grando & Andrea Marescotti, 2015. "Sustainability assessment of food supply chains: an application to local and global bread in Italy," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 3(1), pages 1-17, December.

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